StOC2112 CH4 spring 2011

StOC2112 CH4 spring 2011 - StOC 2112 StOC Preview Preview...

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StOC 2112 StOC 2112
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Preview Preview NOTE: do not read ch 2 Social Scientific Methods Dual Process Theories Variable- Analytic Approaches Alternatives to Dual-Process Models Discussion Questions Exam Prep Group Assignment
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Social Scientific Methods Generally quantitative and empirical Emphasize how persuasion affects: BELIEFS : true / false “that” t Racism exists. ATTITUDES: positive / negative “toward” t I hold a negative attitude toward racism. VALUES: judgments “about” t I value equality and inclusion.
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Introduction to Dual-Process Theories Theories that propose two qualitatively different modes of information processing The first is a “slow, rule-based information processing mode based on high-effort systematic reasoning.” Second is a “fast, associative, information processing mode based on low-effort heuristics.” 4
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Dual-Process Models Elaboration Likelihood Model Heuristic Systematic Model Automatic Activation of Attitudes
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Dual-Process Models Elaboration Likelihood Model Heuristic Systematic Model Automatic Activation of Attitudes
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ELM’s Thesis We process info 1 of 2 ways central peripheral
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Central Route Characteristics reflective active cognition deliberate Requirements motivation (willingness) ability to understand
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Peripheral Route
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This note was uploaded on 04/11/2011 for the course STRCC 2112 taught by Professor Joshhanan during the Spring '11 term at Temple.

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StOC2112 CH4 spring 2011 - StOC 2112 StOC Preview Preview...

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